The festive season and New Year's Eve festivities traditionally would lead to a morning-after regret, but with temperance now the order of the day, the new beverage sector trending term is “coasting”.
This means selecting a white wine, lager, or even a cocktail that is approximately half the strength of the regular version – allowing you can enjoy the same number of drinks without suffering the worse for wear.
The Rise of Moderate-Strength Options
True to its name, “mid-strength” drinks occupy the sweet spot between alcohol-free and low-ABV and regular options. While there is no firm industry standard yet, typical ranges are:
- Beers and ciders: Around 2-3% alcohol by volume.
- Wines: Typically 3-9% alcohol by volume.
- Spirits: Generally 15-20% alcohol by volume.
This advent of coasting chimes with data showing Britons drinking less alcohol in the past. The typical UK adult consumed approximately 10.2 alcoholic drinks a week in 2024.
This marks the smallest amount since records began in 1990 and is a decrease from a peak of 14 weekly drinks two decades ago. It is worth noting that total teetotalism is not increasing, which implies more moderate drinking habits are behind this shift.
Shifting Habits and Market Demand
Major retailers are tapping into the country's evolving drinking culture by carrying more mid-strength brands. These feature options like a rosé at 9%, a sauvignon blanc at 3.4%, and a gin at 15%, alongside nolo alternatives.
Online searches for nolo brands increased before the holidays. Popular in-demand items have included UK-made non-alcoholic pre-dinner drinks modeled on Italian classics, as well as a spicy ginger aperitif. There is also considerable buzz around a new brew co-founded by a well-known actor.
“People still want full-bodied experiences from alcohol-free drinks,” noted an industry expert. “They want options beyond just gin alternatives.”
Sales of non-alcoholic cocktails and wines in cans are also described as “thriving,” leading to new product listings on shelves to cater to this demand.
Wider Move and Consumer Habits
To make mid-strength drinking “the norm,” a alliance of specialist drinks brands has established a “group”.
A study of drinking habits revealed that:
- 21% of consumers are still drinking alcohol but having less per occasion.
- 13% actively “coast” through their evenings.
- 6% practice “zebra striping” – rotating between alcoholic, mid-strength, and alcohol-free drinks during the same gathering.
“The way consumers engage with alcohol is evolving,” said a strategy insight director. “While some are choosing alcohol-free options, a growing segment is turning to mid-strength alcohol as the ideal middle ground.”
This approach is seen as allowing them to extend their social experiences without sacrificing on flavor, quality, and the social ritual.
